I love the campaign, and I'm guessing it's for Persil's eco friendly detergent... in which case my only comment would be to spell it out a little. I know Art Directors hate copy, but a small line explaining why the product is environmentally friendly might rid some of the confusion.

Saying that, if it's not for eco-friendly detergent, then I don't like the idea as much.

I don't think it's forced at all, the point is not to make it look like a garment. It's to show that the care of a garment (with Persil) won't have a negative impact on the environment.
Well done.
And I agree, it could use a quick line about the eco-friendly element.